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Yamaha Introduces STAR Initiative

Yamaha Motor Corp., U.S.A., Cypress, Calif., is revising the way it markets its cruiser motorcycles. The first step in the recently announced process featured the introduction of a new brand name. Yamaha's cruiser bikes now all fall within the company's Star motorcycles brand.
Yamaha representatives say additional strategies associated with the business plan include a new cruiser-only web site, www.starmotorcycles.com; new forms of dealer training; an increase in accessories and bolt-on parts; expanded demo events and event support programs; and a special service and customer relations support program.
“The Star name has become really well-known among our cruiser customers, and so Yamaha thought now would be a good time to show its dedication to those customers by forming a brand and associated products and services just for them,” Brad Banister, Yamaha Media Relations Manager, told Powersports Business. “There'll be a lot more information supplied to dealers at the show in June.”
While Star bikes received their own web site, consumers still are able to preview Yamaha's cruiser bikes and associated accessories, apparel, parts, services and events through Yamaha USA's main web site, www.yamaha-motor.com.
Yamaha is celebrating its 50th anniversary this year. The company's first production cruiser was the XS650 Special, introduced in 1978. The first Star model, the 1300cc Royal Star, debuted in 1996. For 2005, the company offers 16 cruisers, ranging from the Virago 250 (MSRP $3,499) to the Royal Star Midnight Venture ($16,999).

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